It is estimated that at least 90% of marketers believe in the value of employing influencer marketing strategies.
What is an influencer? Someone who can change shopper behaviour, introduce new trends and impact purchasing decisions.
It is a strategy which many high street brands, who have a very specific demographic, utilise to great effect. The overarching purpose of influencer marketing strategies is to improve engagement and create advocacy with existing audiences, whilst generating awareness around a new market segment. Influencer marketing strategies are becoming increasingly significant where an “always on” social strategy is utilised.
Same concept, new circumstances. Marketers may find employing an influencer marketing strategy a daunting task, as it can often be expensive and potentially high risk. However, influencer marketing isn’t new; consumers have always looked to experts or icons for guidance and inspiration. The social media platforms have changed who our influencers are, and the intimacy that we now have with them.
Instagram has been, and will continue to be the central platform used for influencer marketing as it surpasses one billion users in 2018. Currently, influencer marketing on Instagram is worth around £1 billion and is set to double by 2019. Instagram is a great platform for visual content which can be pushed out to a large audience quickly.
Three technologies to consider when deploying your influencer strategy include:
- Traackr which helps you through each stage of the influencer marketing process from searching for the right influencers in each niche to inviting the influencers you’ve identified to work on specialised projects. Traackr also scores the influencers you’ve identified based on their reach, resonance and relevance in a particular field. They also have a helpful blog to give you all the influencer marketing info you could need!
- Nimble is an all-encompassing influencer management tool where you can get detailed insight into your contacts to see what they are doing on social and online channels. Nimble will also suggest contacts to get in touch with based on industries and keywords that you identify as important. The signals tab allows you to see when your company or brand is being mentioned on social channels.
- Zoomph offers an Influencer API to track and measure the activity of social media influencers. It provides a platform to discover influencers who align with your brand narrative. Explore what resonates with your audiences using sentiment data and analytics and finally benchmark industries, competitors and multiple campaigns from a single dashboard.
If you’re about to adopt a new influencer marketing strategy or are looking to deploy the right technologies to improve an existing one, we’d love to help. Please contact us at hello@tkm-consultants.com